Branding Client: MorSupport

We were honored to be hired by Mor Kantor this spring to brand MorSupport, a new nonprofit in Mid Missouri.

The organization's mission is to provide aid and support for women recently diagnosed with cancer. And the amazing thing about MorSupport is that Mor decided to create the organization when she herself was diagnosed with breast cancer in January.

Mor realized that she was lucky to have such an amazing support network of friends and family to help her through her diagnosis and treatment – but what about women who don't have the same resources? Where would they go when they need a ride to treatment? Who would they contact when they need someone to pick their children up from school?

Mor with her adorable kids, spring 2015.

Mor with her adorable kids, spring 2015.

Women are often the linchpins in the day-to-day life of a family. But what happens to that family when suddenly it's the care-giver who needs the most care of all?

This thinking drove Mor to take on an incredibly daunting task: to start a successful nonprofit that aims to help other women diagnosed with cancer – all while undergoing her own aggressive treatment.

Mor has spent months now spreading the word about her new organization and raising funds to get her services off the ground. And while Mor was hosting luncheons and recruiting volunteers, our team was building her brand and Squarespace website.

From the beginning, Mor had a wonderful vision for her brand. She knew exactly the way she wanted women to feel when they first glimpsed her brand: like they were safe, at home, and comfortable. Mor needed her audience to know that MorSupport was going to make their life easier in even the most difficult of times.

MorSupport collateral materials.

MorSupport collateral materials.

And that's exactly what we accomplished through the use of an optimistic, inviting color palette of violet, lavender, rose and bluebell, calming and marbled watercolor patterns, and a warm, personable script typeface with a handcrafted touch. Mor chose the dove as a symbol of optimism and peace for the finishing touch.

To craft Mor's website, we chose to work with Squarespace, which was a great backend choice for its ease of use and excellent customer service. Setting up shop through Squarespace allowed us to seamlessly integrate donations via paypal and stripe and set up an online apparel store with the rest of the MorSupport site.

Branding and Identity Design for MorSupport

We had a great experience crafting such a personal and intimate brand and continue to work with Mor to create promotional materials and help manage MorSupport's social media presence.

You can find MorSupport at, on Mor's blogon Facebook, and on Twitter. Subscribe to MorSupport's newsletter to stay informed on upcoming events. Make sure to check out the MorSupport shop and stop by the donation page to add your support while you're there.


We're working hard to show you what five years in business looks like. Comment here or on Facebook with topics or questions you'd like to see us cover. Or maybe just links to your favorite GIFS. You can also tweet us your feedback @hootdesignco or @averyenderle.